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Download a PDF version of Jeff’s PRESENTATION here!

Download a PDF of Jeff’s HANDOUTS / REFERENCE MATERIALS here!

I recently lectured at the Electronic Retail Association (ERA) Europe’s Electronic Home Shopping Conference 2008, Monte Carlo, June 22-24. What a great time I had presenting along side of the likes of Livemercial’s Johnny Mathis Jr., Elie Boudara of ID SIDE (who presented a remarkable, pioneering case study on how product placement strategies can intersect with long-form, video generated, Web-based selling!), Andreas Büchelhoffer (who is pioneering auction-based DRTV models in Germany), Anders Hjorth of Relevant Traffic, Rok Hrastnik of Studio Moderna, Rodrigo Sepúlveda Schulz of vPod.tv and many others.

I focused my lecture on how DRTV (direct television/infomercial) marketers can, should be and are transferring existing best practices into their Web-facing business units to drive increased sales. Like “magalogers” (catalogs that take a magazine-like, content rich approach), direct TV companies are the hands-down masters of the “long-pitch” sell technique involving info-tainment but need to look out for the likes of newcomers, HoneyShed.com, who are mixing the old (same approach to video-based selling) with the new (interactive EXPERIENCES that consumers crave).

How can DRTV marketers take the Internet bull by the horns? They’re compelled to address the multi-channel shopping problem that Rok Hrastnik addressed so well. That is, capturing consumers who are interrupted on their way from TV to purchase via the Web (interrupted by sellers of knock-off products, etc. etc.).

Rok (who puts Studio Moderna’s money where his mouth is) and I see eye to eye — it’s all about becoming a publisher of content that customers crave. It’s not about the short-term sale; rather, about a long-term, trust-based relationship with a customer that keeps your brand “top of mind” when they’re considering making a purchase. Rok’s social marketing case study focused on his Dormeo.com brand. The secret sauce? Sex-related articles for men + weight loss content for the ladies = sales. Such an approach also supports word of mouth marketing given how the content is extremely shareable (easily syndicated) and presented to consumers based on their own consumption preferences (ie. email, RSS feeds, etc.).

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This presentation was given to the Business Networking Chicago IT S.I.G on June 16, 2008.

“To Be In Multiple Networks or Not to Be — That Is The Question”
Should you be involved with multiple affiliate networks? Why or why not? If so, how does that work technically — from a tracking, reporting and optimization perspective? Find out what experienced retailers and industry analysts have to say about their successes, failures, trials and tribulations when it comes to working with multiple affiliate networks — and the overall net worth of this approach!

Joining in the discussion:
Donald Schamber, Online Marketing Manager, Vistaprint.com
Carolyn Tang, Client Services Dir, Shareasale
Jonathan Miller, Founder, Forge Business
Jamie Birch, Dir, Affiliate Marketing, Converseon
Patrick Goodfellow, AMWSO

Date: Wednesday, April 23, 2008
Time: 4:00 PM - 5:00 PM ET

REGISTER TODAY! SPACE IS LIMITED!

To do so contact me!

All the Best,
Jeff Molander (and Vintage Tub & Bath’s Allan Dick)

The Paying for Performance Webinar is brought to you monthly by Vintage Tub and Bath’s Allan Dick, GoToWebinar and Jeff Molander. Please note, this is a “retailer only” event with an open door policy to others. Please contact Jeff or Allan (allan at vintagetub.com) to request participation in consideration of quality content you might present to our group.

How should a retail marketer approach recruiting affiliates? I’ve spent over ten years gathering up industry best practices. This short white paper explains how.

A Retailer’s Guide to Recruiting Web Affiliates

Table of Contents
Getting Organized: Understanding & Categorizing Web Affiliate Partners
5 Tips on How to Choose the Right Affiliates
How to Effectively Court Affiliate Publishers

2007’s Annual Conference for Catalog and Multi-Channel Merchants (ACCM) featured a dynamic panel like no other I’ve pulled together… and I’ve been doing this since 2000. We scored VERY well thanks to my bold, generous and talented panelists — higher than any other affiliate marketing panel in the history of the conference.

Featured affiliate and search marketing experts were:

Amanda Watlington, Principal, Searching for Profit
Carol Steinberg, VP eCommerce (not pictured)
Stephen Fuller-Rowell, Chinaberry Inc.

All provided remarkably candid, experience-based comments that fly in the face of much of what we hear at other conferences and in trade magazines (no sunshine, lollipops or 1999 flashbacks were to be found). Running a successful affiliate program (and not being afraid to define success in specific, measurable terms!) isn’t as easy as assigning resources to an affiliate program with Ms. Steinberg who is, so far, voting “no” on an affiliate program at David’s Bridal (after cutting her teeth with all forms of performance based Web advertising at multi-channel Goliath, QVC).

Why? Concerns over multi-channel confluence wherein affiliate marketing artificially inflates and/or deflates measures of other online and offline marketing campaigns/strategies. Lack of flexibility among affiliate tracking and reporting solution providers was also cited.

Mr. Fuller-Rowell offered up remarkably candid graphs (sharing REVENUE numbers no less!) demonstrating channel confluence between search and affiliate marketing programs.

Dr. Watlington shared remarkable perspectives on how search has been and continues to drive dramatic change in affiliate marketing. Dramatic may be an understatement so be sure to flip through her slides too!

Download As PDF or View Below Immediately!

Jeff Molander
Amanda Watlington
Stephen Fuller-Rowell